New Zealand's Minister for Arts, Culture, and Heritage, Paul Goldsmith, has unveiled a new cultural policy named Amplify, which aims to enhance the global reputation of Aotearoa New Zealand while increasing the creative sector's contribution to the economy from NZ$16.3 billion to at least NZ$20 billion. This draft strategy is currently open for public consultation until December 15, 2024, allowing citizens to voice their opinions and contribute to its development [ea8d7107].
Amplify is structured around three key pillars: investing for maximum impact, nurturing talent, and reducing barriers to growth. However, critics have pointed out that previous cultural policies in New Zealand have often been short-term and lacked adequate resources, raising concerns about the ambition of the new policy. Currently, New Zealand ranks 30th in the global soft power index, with a goal to reach the top 25, but some believe that the strategy may not be ambitious enough to achieve this [ea8d7107].
The introduction of Amplify comes at a time when there is a growing recognition of the importance of the arts in contributing to the economy and social cohesion. Advocates argue that a well-structured cultural policy could not only support artists and creative industries but also promote New Zealand's unique cultural heritage on the global stage [ea8d7107].
Despite its potential, critics argue that the strategy emphasizes economic growth while underplaying the social and health benefits of the arts. They express concerns over the government's recent cuts to the Creative in Schools program, which contradict the goals of Amplify. Furthermore, there is a significant missing element regarding increased funding and investment in the arts sector [ea8d7107].
Research indicates that for every $1 invested in live performance, there is a return of $3.20, highlighting the economic viability of supporting the arts. As public consultation progresses, the outcome of this policy will be closely watched, with many hoping that it will lead to a more vibrant and resilient cultural landscape in New Zealand, one that can compete on an international level while also nurturing local talent and creativity [ea8d7107].